基于SERVPERF模型的文化遗产旅游地服务评价研究——以天津五大道文化旅游区为例  

Evaluation of Cultural Heritage Tourism Destination Service Based on SERVPERF Model:A Case Study of Tianjin Fifth Avenue Cultural Tourism Area

作　　者：王庆生 张鹤[1] WANG Qingsheng;ZHANG He(School of Management,Tianjin University of Commerce,Tianjin 300134,China;Management Innovation and Evaluation Research Center,Tianjin University of Commerce,Tianjin 300134,China)

机构地区：[1]天津商业大学管理学院,天津300134 [2]天津商业大学管理创新与评价研究中心,天津300134

出　　处：《山东财经大学学报》2022年第2期51-63,共13页Journal of Shandong University of Finance and Economics

基　　金：国家自然科学基金面上项目“区域旅游产业可持续发展管理创新研究”(71373174)。

摘　　要：选取SERVPERF这一成熟的服务质量评价量表作为理论基础,结合文化遗产旅游地的具体特征,设计出包含5个维度共21项指标的文化遗产旅游地服务质量评价量表,以天津市典型的文化遗产旅游目的地——五大道文化旅游区作为研究对象进行研究。研究结果表明:社区性和有形性是体现五大道文化旅游区服务质量的主要因素;服务质量与游客总体满意度、价格感知以及忠诚度均呈显著正向相关,其中历史文化性与满意度及忠诚度高度相关,社区性与有形性及历史文化性高度相关;社区性和历史文化性是影响游客满意度的主要因素,可进入性、社区性和历史文化性是影响游客忠诚度的主要因素;衡量服务质量的五个维度中,响应性和社区性有待加强;景区应避免过度商业化,致力于提升游客价格感知。Selecting SERVPERF,a mature service quality evaluation scale,as the theoretical basis and combined with the specific features of the cultural heritage tourism destination,this study designs a cultural heritage tourism destination service quality evaluation scale with 5 dimensions and 21 indicators,and conducts a research by taking the Fifth Avenue Cultural Tourism Area,a typical Tianjin cultural heritage tourism destination,as the research object.The results show that community and tangibility are the main factors reflecting the service quality of the Fifth Avenue cultural tourism area;service quality has a significant positive correlation with tourists’overall satisfaction,price perception and loyalty,of which historical culture is highly correlated with satisfaction and loyalty while community is highly correlated with tangibility and historical culture;community and historical culture are the main factors affecting tourists’satisfaction while accessibility,community and historical culture are the main factors affecting tourists’loyalty;among the five dimensions of measuring service quality,responsiveness and community need to be strengthened;and that scenic spots should avoid over-commercialization and strive to improve tourists’price perception.

关 键 词：五大道文化旅游区 文化遗产旅游 服务质量 SERVPERF模型 

分 类 号：F590.3[经济管理—旅游管理]